IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION IN HOTELING INDUSTRY
Sanaullah Nazir, Sheraz Khan, Raja Ahmed Jamil, Qazi Shujaat Mehmood
Customer satisfaction is an imperative element of the success for all businesses. One of the biggest challenges of a marketer is how to satisfy and retain the customers. The purpose of this study is to find the impact of customer relationship management on customer satisfaction. A total of 130 participants was selected through purposive sampling from the different hotels of Islamabad city. Data was collected from the participants by using standardized questionnaires. Results revealed that there is a significant positive impact of different elements of customer relationship management (service quality, access to services and service features) on customer satisfaction and businesses cannot succeed without focusing on customer relationship management in this era.